No Promotions, Big Impact: Shah Rukh Khan Hailed Saiyaara Team's Bold Move

Mumbai, March 28 - Filmmaker Mohit Suri has shared an interesting behind-the-scenes insight into the marketing strategy of his upcoming film Saiyaara, revealing that none other than Shah Rukh Khan personally praised the team's unconventional approach.

In an interaction, Suri disclosed that the decision to keep debutants Ahaan Panday and Aneet Padda away from excessive media exposure and promotional appearances was a conscious and carefully thought-out move. Interestingly, this strategy caught the attention of Shah Rukh Khan, who called it the "best thing" the team could have done.

In today's film industry, aggressive promotions, interviews, and social media visibility are often seen as essential tools to build hype. However, Saiyaara chose to take a different route by maintaining an element of mystery around its lead pair.

According to Suri, the idea was to let the audience discover the actors fresh on the big screen rather than overexposing them beforehand. This approach not only builds curiosity but also allows viewers to connect with the characters without preconceived notions.

What makes this strategy even more noteworthy is the endorsement from Shah Rukh Khan, a superstar known for his sharp understanding of audience psychology and film marketing. His appreciation has added credibility to the film's promotional approach. Suri revealed that SRK's reaction reassured the team that they were on the right track, especially when taking a risk in an industry driven by visibility and hype.

Produced by Yash Raj Films, Saiyaara proved to be a massive blockbuster, grossing 570 crores at the worldwide box office. It was one of the highest-grossing Indian films of 2025, and by far the biggest-grossing love story of Indian cinema.